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Sources are integrations that bring data into Upstack Data. They provide the raw signals — page views, add-to-carts, purchases, ad spend, campaign metadata — that power everything from real-time dashboards to multi-touch attribution.

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How Sources Work

Each source connects to an external platform and pulls (or receives) data on your behalf:
  • Shopify streams storefront events via the browser pixel and receives order/product updates through webhooks. This is your primary event source.
  • Ad platform sources (Facebook Ads, Google Ads, TikTok) sync campaign structure, spend, and performance metrics on a recurring schedule so you can blend cost data with conversion data inside Upstack.
Every Upstack account starts with Shopify as its first source. Ad platform sources are optional and unlock cost-per-acquisition reporting and ROAS calculations.

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Available Sources

Shopify

Storefront events, orders, products, and customer data via pixel and webhooks. Required — this is the foundation of your tracking.

Facebook Ads

Campaign structure, ad spend, and performance metrics from your Facebook and Instagram ad accounts.

Google Ads

Campaign structure, ad spend, and performance metrics from your Google Ads account.

TikTok

Campaign structure, ad spend, and performance metrics from your TikTok Ads account.

Upstack Costs

Customer-configured costs including COGS overrides, handling, fulfillment, fixed costs, and OPEX for margin calculations.

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What Happens After Connection

Once a source is connected, Upstack immediately begins ingesting data:
  1. Events are normalized into a consistent schema regardless of which source produced them.
  2. Identity resolution links anonymous visitor sessions to known customer profiles across sources.
  3. Data becomes queryable in your dashboard and available for forwarding to any configured destination.
You can monitor ingestion health and event volume for each source from the Sources tab in your Upstack dashboard.